The scenario
The Objective
The Louisiana Department of Treasury was looking for a campaign that delivered tangible results in both print and digital aspects with more people visiting their website. It was important to find the right media mix to deliver maximum ROI within the client’s budget.
The Plan
The media plan consisted of launching the digital ad campaign the week prior to the publication of the print ads. The digital ads would continue serving statewide in over 52 news sites for three weeks. The print ads were published to run statewide in all official parish journals during the second week of the digital campaign.
The Audience
The audience was broad: Louisiana adults. According to a 2021 Market Study, 86% of Louisiana residents read newspapers in print and/or digital form -- a reach that is higher than other traditional and non-traditional media. Newspaper Media readers are also more engaged.
The Results
The digital campaign delivered an impressive 0.28% CTR, which is three times the average for standard digital banner ad campaigns.
Using google analytics, we showed new users to the site increased by about 28,000 during the week after the print ad was published ... representing 41% of all new users tracked during the three-week campaign.
The bottom line: The print ads when combined with digital increased user activity three-fold as compared to digital alone.